As Nike announced just when its three chosen athlete ambassadors will take the Monza’s F1 track in northern Italy to try and run the first sub two hour marathon in history, the sportswear behemoth launched a three-phase, three day brand-owned lieve event product launch campaign called #Breaking2 that climaxed when Eliud Kipchoge clocked an unofficial new world record but missed out on the two-hour mark by 25 seconds.
In the first phase on the day the time/date was announced the work primarily aimed to boost awareness and drive viewers to its online live platforms, this was followed by race day phase two which showcased the event live and the third phase saw Nike celebrate the project’s athletic achievements.
On Saturday 6 May at 5:45 am Eliud Kipchoge, Lelisa Desisa and Zersenay Tadese attempted to break the iconic two-hour marathon barrier: the current best men’s time is 2 hours, 2 minutes and 57 seconds which was set by Kenyan Dennis Kimetto in Berlin in 2014.
All three athletes wore Nike’s new Zoom Vaporfly Elite running shoe and essentially the entire project was primarily a product launch promoted by a campaign (created in harness with Wieden + Kennedy) that revolved around a bespoke, brand-owned, live sports event entirely devised and funded by Nike and its agency.
Of course, fascination with attempt on new athletics records is nothing new: indeed, Nike chose this specific weekend because it is the anniversary of Roger Bannister’s world-first four-minute mile in 1954.
While the project didn’t quite manage to break the sub two-hour mark, the quickest of the three runners finished in two hours and 25 seconds and extraordinary achievement smashing the previous quickest marathon time.
Nike’s #Breaking2 project gave the three runners a set of unique, Nike-created advantages to tackle the record.
One of those was the time and date: the attempt started at 4.45am (after weather forecasts suggest that this will provide optimum conditions).
Another was the Monza F1 track itself which Nike analysts believe has the average temperature, air pressure and wind levels and surface efficiency optimal for a world record attempt.
A third was the use of drop-in pacemakers, who joined after the start of a race (this is one of the elements that disqualifies the Nike race from being an official record).
The fourth was, unsurprisingly, the Nike Zoom Vaporfly Elite shoes they wore to race.
While the event itself was closed to the public, runners, sports fans and curious consumers were invited to experience the excitement in real time by tuning into Nike’s live stream and the accompanying campaign drove viewers to the brand’s live platforms.
It could be viewed through two of Nike’s social platforms: Nike’s Breaking2 landing page on Twitter and Nike’s Breaking2 Facebook page livestream.
Nike also shared live and behind-the-scenes moments around the attempt via its @nike Instagram handle.
Follow #Breaking2 and tweet @nike and #Breaking2Alerts will provide live updates on the race and consumers are also encouraged to use a custom-created Nike Vaporfly Elite shoe emoji on Twitter.
Nike urged viewers to sign-up on its digital hub to receive a notification reminder for when the attempt is happening and how it was progressing.
Live Breaking2 coverage, hosted by Sal Masekela with expert analysis and commentary by Paula Radcliffe, Craig Masback and Kevin Hart (assisted by other special guests), began around 15 minutes before race start.
The brand has also teamed up with the National Geographic to produce a feature length Breaking2 documentary which will air later in the summer.
To coincide with the official announcement of the attempt date, Nike rolled out an integrated promotional initiative across its digital and social platforms: including Twitter,
Breaking the 2-hour marathon. Crazy? Yes. So we’re doing it. #LIVE
Retweet or ❤ for @Nike #Breaking2 notifications. pic.twitter.com/Ue5Tvu3YCe
— Nike (@Nike) May 5, 2017
and Instagram.
These assets aim not simply to generate awareness and boost interest, but also to drive viewers to follow the race on Twitter and/or watch the attempt live on the brand’s Facebook page
The spectacular brand stunt race is also being promoted by a series of spots led by a 60-second trailer posted on 4 May in which Nike declares: “We believe barriers are meant to be broken—even one as crazy as running a marathon under 2 hours. Can it be done? There’s no better way to find out. #Breaking2 #JustDoIt”
This central film is supported by a series of online films including a longer form ‘Conquering the 2-Hour Marathon’,
‘Why Monza?’
‘Legs’,
and, of course, the trainers/shoes/product itself in a spot called ‘The Innovation’.
These were joined by a general ‘Meet the Runners’ spot,
as well as individual videos focusing on each of the three competing athletes: Eliud Kipchoge,
Zersenay Tadese,
and Lelisa Desisa.
As the start time approached Nike released a countdown spot
followed by the livestream and then within a few minutes of the finish it rolled out a video titled with the fastest time ever recorded: ‘2:00:25’
Activative Comment:
Yes, trying to break the two-hour marathon barrier is a crazy idea, that’s why Nike is doing it.
Yes, Nike’s marathon attempt is a PR stunt, but it is one that is hard to ignore
While the project attracted plenty of controversy, particularly as Nike paid the athletes to miss the prestigious London and Berlin marathons to focus on the feat, post event even rival adidas praised the feat.
@Nike Congratulations @EliudKipchoge on such a courageous run.
— adidas Running (@adidasrunning) May 6, 2017
Whatever the outcome, as far as Nike is concerned the Breaking2 project has already succeeded.
Not just because its marketing machine has generated massive event excitement and engagement, but also because the sheer audacity of the stunt makes it tough to ignore.
This is an approach straight out of the Red Bull ‘Stratos’ (see case study) school of sports/stunts strategy.
A brand created and owned sports event stunt built around adventurous, talented ambassadors trying to achieve the impossible and attract millions of consumers to follow the training and watch the event live.
PR driven brand event stunts like Nike’s ‘#Breaking2’, Red Bull ‘Stratos’ and even brand-own strands connected to or within an event such as Betfair’s ‘Swapping Saddles’ all illustrate just how far innovative and adventurous companies are prepared to go to reap the benefits of ownable, live sport and entertainment passion platforms.
They also highlight our ongoing obsession with audacity, breaking records and with new technologies.
In terms of results, the social media statistics suggest success too.
#Breaking2 trended worldwide and generated 30 million impressions in the first 24 hours after the race.
This single post-race tweet from Nike was retweeted 14.5K times and gained 15m impressions.
Eliud Kipchoge – 2:00:25
The barrier just got that much closer. #Breaking2 #JustDoIt pic.twitter.com/uw9Dz1zknE— Nike (@Nike) May 6, 2017
So what’s next?
Will addidas, Under Armour, Asics or New Balance step up to the Nike’s challenge?
What will the next ‘moonshot’ be?
Links:
Nike
http://www.nike.com/gb/en_gb/c/justdoit
